Real World Behavioural Science cover image

32. Rory Sutherland, Ogilvy UK

Real World Behavioural Science

CHAPTER

Understanding Behavioral Health and Marketing Dynamics

This chapter explores the intersection of systems thinking and behavioral health, focusing particularly on obesity and the impact of medications on consumer behavior. It emphasizes the psychological aspects of healthcare decisions, the role of pharmacists, and innovative approaches to treatment accessibility. Additionally, the discussion highlights the importance of unconventional questioning in marketing to uncover deeper consumer motivations and improve engagement.

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